Exploring Online Consumer Behaviors Research Paper

Excerpt from Research Paper :

Online Consumer Behaviors

Consumer Behavior

Consumer Perceptions of Online Shopping and how this Influences Purchasing Decisions

Exploring Online Consumer Behavior

Internet usage has increased rapidly in the past few decades. Accompanying this trend has been the increase in online retail shopping by consumers. However, many consumer behaviors, motivations, and attitudes toward shopping via this medium are still being researched and there are many opportunities for further research. This paper will examine the following research questions: (1) How do factors previously researched affect the online purchasing behavior of consumers and (2) what are the significant consumer behaviors both positive and negative that affect internet consumerism? The purpose of this research paper is to integrate the varied research information together and draw coherent linkages to how consumer thoughts, attitudes and motivational behavior affect online buying, thus building a broader framework of analysis in which to build upon. By identifying these relevant factors, a new research strategy can be developed in which both consumers and vendors can gain knowledge and understanding of behaviors which exist.

Behaviors Associated with Internet Consumerism

There are many variables to consider when outlining behaviors of Internet consumerism. According to Vazquez and XU (2008, p.409) online consumer behavior is affected by three main things: "attitudes towards online shopping, motivations, such as price, convenience and hedonic motivations, and online information search." If a person maintains a positive perception about regarding the experience of shopping on the Internet then that attitude will help facilitate purchasing online. Also online consumers feel empowered when they can search and compare vendors' offers with relative ease; for example, items such as prices and special offers. This price comparison can be, in itself, a great motivational tool. The fact that more information is…

Sources Used in Document:


Vazquez, D., & Xu, X. (2009). Investigating linkages between online purchase behaviour variables. International Journal of Retail and Distribution Management, 37, 408-419. doi: 10.1108/09590550910954900

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